Marketing technology company 4C Insights has bought a majority stake in iQ Media, creating the world’s biggest combined TV intelligence network – Kinetiq.
The new global entity comes in response to brands’ and media’s growing focus on globalization and hyper local targeting. It’s also an aggressive move toward streamlining complex mar-tech stacks and dematraxing TV data to make it completive—once and for all—with digital channels.
Kinetiq will serve as the world’s largest unified TV intelligence network, offering paid and earned media measurement, monitoring and signaling across local, national and global markets.
Key features and product offering include:
• TV & Media Monitoring—Real Time or Retroactive
• Content Identification & Tracking
• Ad Catalogue as a Service
• Sponsorship Measurement
• TV Attribution and Advanced Audience Segments
• Second Screen Signalling
Kinetiq will operate globally, with U.S. headquarters in Philadelphia, Pennsylvania and European headquarters in Eindhoven, Netherlands. Kevin Kohn, CEO of iQ Media, will serve as CEO of Kinetiq with key management from 4C and iQ Media completing the leadership team. Existing investors from 4C and iQ Media, including Jump Capital, Edison Partners, GMH, Kayne Capital and Civolution will remain involved.
The board of directors for the new entity is comprised of Kevin Kohn of Kinetiq, Dr. Alok Choudhary of 4C, Kelly Ford of Edison Partners, Sach Chitnis of Jump Capital, and one independent member to be appointed.
Kinetiq’s combined global TV intelligence network will enable broadcasters, brands, agencies and software partners to evaluate and measure TV and video with the same speed, accuracy and agility as digital. Kinetiq combines iQ Media’s ability to identify paid and earned brand mentions, nationally and across all 210 U.S. DMAs, with the global Teletrax network: 85+ countries, across more than 250 global capture locations and approaching 2,500 TV stations.
“Historically, TV attribution has been limited to paid advertising, overlooking the impact and return on brand exposure within the content—where audiences are most engaged,” said Kevin Kohn, CEO of Kinetiq. “As advertisers and agencies evolve their paid TV strategies to include earned media and brand sponsorship, Kinetiq is uniquely positioned to help quantify the true return on these investments. We are thrilled to join forces with the talented team operating Teletrax to make this a reality.”
“Bringing together iQ Media and Teletrax creates powerful new solutions for the industry and efficiencies of scale for the company,” said Lance Neuhauser, CEO of 4C. “We’re excited to leverage the unmatched strength of Kinetiq’s global TV intelligence network to fuel the media analytics available to brands through the Scope by 4C™ platform.”
Together, iQ Media and Teletrax bring Kinetiq’s clients the most comprehensive understanding of TV performance currently on the market, including: